Conversion
Your ads are fine. Your landing page is not
Most brands refresh creative weekly and touch the page quarterly. What message match actually means, the order to fix things in, and an honest look at when A/B testing is theater.
Read the essayResources
Practical resources for paid growth.
Guides, templates, tools, and playbooks for paid ads, conversion, and measurement.
Essays04 issuesRSS
The Weekly Playbook.
The decisions between paid ads, conversion, measurement, and budget.
Attribution
Why Meta's ROAS doesn't match your bank account
Both numbers are computed correctly. They answer different questions. Where the gap comes from, when platform attribution over-counts and when it under-counts, and which number to use for which decision.
Attribution
The four numbers that run a DTC brand
Blended CAC, MER, contribution margin, payback. What each one answers, how to compute it without a data team, and why platform ROAS is not on the list.
Paid ads
Why your CAC keeps rising
The auction explains less of the increase than you think. Most of it comes from five places inside your own funnel. Here's the diagnosis, gate by gate.
